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Review Premium Order Munich: Mixed feelings

by Regina Henkel — August 14, 2014

After four days of presenting the summer 15 collections at the new location MOC in Munich (9.-12. August), the Premium Order Munich show ended with mixed feelings. Many complaints could be heard about the clean and mainstream look of the halls in the fashion center, which were considered too much of a contrast to the authentic and inspiring atmosphere in Berlin or the former Zenith hall in Munich. Marcus Schiess, distributor for Hannes Roether was disappointed from the new location and the frequency: "If you want to stress the munich location, for me, this new concept seems not to be the right way." Besides this remark, the good working conditions were praised. Torsten Lasar, distributor for the new australian footwear brand Rollie: "We are at Premium for the first time and therefore I came with low expectations. But I'm more than happy with my debut here." According to the organizers, 21 % more visitors were coming to the show.

The Zenith hall, which is located right next to the MOC, was swapped because of its limited size and the growing demand of exhibitors. At the MOC, the show covered three halls on 13,000 sqm and showed about 1,000 collections – with potential for more. In total, new collections comprise 27% of the portfolio on display, particularly in the area of shoes and accessories. According to the fair, this area is aimed to be extended. The cooperation with the organizers of Munich Fabric Start, a fabric show which will be held at the same location on September 2-4, was presented at the entrance of the show, where the fabrics trend boards were already showcased.